Tesco’s discount grocer, Jack’s launched in September 2018, with 80% of its products grown, reared or made in the United Kingdom. The retailer has rolled out more than 90 SKU’s in its eponymous private brand.
Uk based agency Cowan was appointed the strategic and design lead and worked collaboratively as part of a broader agency mix. The branding and package design created by the agency bring the British experience to life. Dairy products feature artwork reminiscent of historic railway posters, while the tea includes illustrations of the British countryside.
On ice cream, illustrations of deck chairs and seagulls conjure a nostalgic view of the British seaside, classic puddings such as lemon fool and trifle include line drawings that transport shoppers to the lost era of the eccentric inventor.
Jack’s premium products are realized with traditional premium cues: black, gold, highlighted specialty ingredients, type and aesthetics.